How to write a press release

A press release is a short, factual announcement written to be picked up by journalists. Its job is to make the news easy to report — not to sell, and not to flatter.

What it is

A press release is a brief statement that tells the media what happened, why it matters, and where to find more. It is written so a journalist can quickly understand and, ideally, publish or follow up on it.

Why it is used

To get coverage for a launch, a milestone, an award, an event, or a new product. A good release saves a journalist time and makes their job easier.

How to write it

Start with a strong, factual headline. State what the news is. Avoid hype and buzzwords. "Company X opens its first African distribution centre" beats "Company X announces exciting new development."

Put the essentials in the first paragraph. Who, what, when, where, and why — the five Ws. A journalist skims this first to decide if the story is worth their time.

Add supporting detail in the body. The how, the numbers, the context, and a quote from a named person.

Use a real quote — not a puff piece. A quote should sound like a person and add information, not just praise. Attribute it to a named person and role.

Include the facts that matter. Figures, dates, names, and specifics make it credible. Avoid adjectives that assert importance without evidence.

End with useful information. A "About" line on the company or organisation, and a media contact with name, email, and phone.

Format for the reader. Keep it to one or two pages, use short paragraphs, and head it "FOR IMMEDIATE RELEASE" or a specific embargo date.

Typical structure

1. FOR IMMEDIATE RELEASE and a headline.
2. Lead paragraph — the five Ws.
3. Body — detail, context, and one or two quotes.
4. Boilerplate — a short "About [organisation]" line.
5. Media contact — name, email, phone, website.

Common mistakes

Writing an advertisement instead of news. No real quote or a quote full of hype. Vague or buzzword-heavy headline. Burying the date or the key fact. Including no media contact. Writing a press release when there is no actual news.

Practical tips

• Lead with what is genuinely new, not with your brand.
• Keep it short and factual; a journalist will trim it anyway.
• Give every release a date and a named contact.

Checklist

• My headline states the actual news.
• The lead covers who, what, when, where, why.
• I included a real, human quote with attribution.
• I used concrete facts and figures, not hype.
• I added an "About" line and a media contact.
• I kept it to one or two pages with a clear format.